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Risselada et al., 2014 - Google Patents

Dynamic effects of social influence and direct marketing on the adoption of high-technology products

Risselada et al., 2014

View PDF
Document ID
10793882652106563463
Author
Risselada H
Verhoef P
Bijmolt T
Publication year
Publication venue
Journal of Marketing

External Links

Snippet

Many firms capitalize on their customers' social networks to improve the success rate of their new products. In this article, the authors analyze the dynamic effects of social influence and direct marketing on the adoption of a new high-technology product. Social influence is likely …
Continue reading at www.researchgate.net (PDF) (other versions)

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